Design Research and Strategy
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In an interesting study, researchers at UBC have found that customers express higher satisfaction when they’re served by white men than by women or people of colour — even when their behaviour is exactly the same. Marketing professor Karl Aquino expressed surprise at the findings, as he told The Globe and Mail
“We had thought there [...]
Categories: Research Methods · customer satisfaction · feminism · methods · qualitative research · quantitative research · sociology · surveys
Many readers seem to enjoy my qualitative versus quantitative research post. I take this to mean that designers are hungry insight that beyond the requisite (and useless) customer satisfaction survey.
I’m not a huge fan of customer satisfaction surveys because they are usually 100% reliable but 0% valid; they tell you nothing (but consistently tell [...]
Categories: Research Methods · customer satisfaction · product design · quantitative research